How to create a landing page with high conversion rate? Share 2 pictures!

Unlike traditional industries that can bring products to users for demonstration, Internet products and services are basically "virtual." How to make users perceive its value depends on the explanation and description of the landing page .

Once traffic is introduced, it will be difficult to convert if the landing page fails to arouse the user's interest. All traffic introduction will be wasted.

1. Let’s first talk about what a landing page is.

Let me quote two definitions first:

Baidu Encyclopedia : The landing page is also called "landing page". It refers to the first page on your website that a visitor sees a specific marketing campaign with a clear theme elsewhere and is linked to after clicking.

For example: a friend sends you a red envelope for Meituan takeout , and the first page you click on is the landing page.

#Promotional Links#

#The landing page itself#

Activity Box : The content that users most want to see on official websites, apps and other platforms is distributed through different channels , and the channels bring traffic. When users click on any channel link/content, the first page they enter is called the landing page. Landing pages can bring users/customers to businesses.

In a nutshell: the first page of your website that users click on through internal and external channels is the landing page.

2. Let’s talk about the role of landing pages.

There are two generally recognized classifications (or functions) of landing pages: receiving traffic and converting users . Expanding on these two purposes, they can be divided into valuable product display and user information collection.

1. Demonstrate product value: Help users quickly understand the value of your product to them (that is, tell users what products you provide and what effects they have on them)
2. Promote user conversion: Promote users' urge to learn more and even place orders (if users are interested in the content displayed on the landing page, they will take further actions. Some pages will need to collect user information)

3. Questions about the landing page.

Regarding landing pages, the following are probably the issues that people are most concerned about:

1. What kind of landing pages do users like to see?
2. What kind of landing page has a high conversion rate ?
3. What principles should landing page design follow?
4. What is the detailed production process of the landing page?
5. After the landing page is completed, how to promote it ?

In this article, we will discuss and solve these problems. First, here are two pictures to show the overall idea.

4. 2 pictures to prepare for high-conversion landing pages.

In order to achieve high conversion rates on landing pages, we must conduct an in-depth analysis of the goals of the landing pages in advance, determine the strategic direction, and then produce and optimize them.

Figure 1: Landing page idea analysis diagram. Strategic thinking before making a landing page, plan well before you do it~~

Figure 2: Landing page production process diagram. Follow this process and the rhythm will not be messed up~

With these two pictures, both strategy and tactics can be easily handled, and you can have a clear idea from strategy to execution. However, the process of making a landing page is relatively complicated and involves a lot of personnel communication. In order to make our ideas clear, we will only analyze the red font part in the above picture in detail today.

5. Key points for creating and optimizing high-conversion landing pages

1. Product features are not equal to product selling points. Only thoughtful copywriting can sell products.

(Product selling point extraction)

When a product is first released, it is just a product. Whether users come or not, it will just stand there, neither sad nor happy. Therefore, if we want to sell the product, we need to package it and describe the product in the user's language.

(1) Product features ≠ product selling points

If you ask your product manager what the features of your product are, he can probably tell you all day and all night long. Do users really care about the details of each product? Just like when you buy a mobile phone, do you really care about whether the flashlight function will be brighter or brighter? Therefore, we must extract the unique features of the product and the points that users may care about based on market analysis and target user needs. Not too many, three or five are best.

(2) Product selling point ≠ user value point

After the product selling points are extracted, they will inevitably become a bunch of professional terms or flowery words that users cannot understand and are unwilling to spend time reading. How to solve it? Solve with user thinking.

Stand in the user's perspective and describe the selling points of our products with user thinking. For details on how to do it, please click on my other article to learn more. "How should operators cultivate their user thinking?" 》

2. Guide users to buy step by step, and understand the logic of people’s hearts is essential

(Determine the page logic)

After determining the basic copy in the previous step, we cannot pile selling points on the page. A page without logic and design will only drive users away. Here are two page logic ideas:

(1) Product description:

• Who am I: You tell customers who you are and what your product is;
• What benefit can I bring to you?
• How do I provide these benefits? I need to find a basis and reason for your benefits;
• Why can you trust me? This is the guarantee you bring to users;
• What other benefits can I get if you choose this? This is optional;
• Finally, take action now, buy now, and leave your contact information now.

To sum it up: Who am I - What benefits can I bring to you - How do I provide the benefits - Why can you trust me - What other benefits can you get if you choose me (optional) - Take action now.

For example: Alibaba's "Powerful Merchants" introduction page

who I am:

What benefits can I bring to you or how can I provide benefits:

Why you can trust me:

Take action now:

Note: In order to improve conversion rates, many "action elements" are now placed on the header image of the page instead of at the bottom. Or it may be displayed multiple times on the page. (If you are interested, you can search this page yourself)

(2) Problem-solving:

The PAS (Problem-Analysis-Solution) Copywriting Formula

The specific steps of this formula are as follows:

• P: Raise questions, make readers aware of the problem and eager to find a solution.
• A: Point out the root of the problem and analyze it
• S: Give solutions and list them one by one or three.

On this basis, I will add an "S" which stands for Success stories.

For example: a product introduction page of a TO B company

Questions and problem analysis:

Proposed solution:

Here are some examples:

Each page will add or delete certain parts based on actual conditions. For example, the example above lacks the "Success Cases".

3. The framework is complete, the arguments are there, and the arguments are sufficient to be convincing.

(Complete materials)

In order to achieve the ultimate conversion goal and the next design plan, you need to organize all the relevant materials of the entire page. Only in this way can the designer start planning and designing the overall page. In addition to the product selling point copy mentioned above, after sorting out the page logic, the materials you may need to submit to the designer may include:

1. Pictures you want to use
2. Good data support for the product
3. Success Stories
4. Product Introduction Video

…

This part is just like writing a paper. Once you have a main point, you need to find the most appropriate evidence to support your point. For example, if you say that many people have used your product and say it is good, you can use interview cases, photos or even videos of old users to prove it.

4. Humans are visual animals. Good looks are the key to catching users’ attention.

(Follow up design and follow up launch)

After the basic content of the page is determined, you need to communicate your needs with the designer. This includes what your page is used for, what its purpose is, and what kind of feeling or tone you want to show to users. Only with sufficient communication can you achieve the results you want faster. Otherwise, major overhauls and changes will only delay the progress of the page's launch.

After the design draft is finalized, research and development will be launched. What we need to do is keep a close eye on the product manager and ensure that the page is launched within the time he promised. Then you should treat yourself as a user and check whether the overall page runs smoothly and whether there are any bugs to ensure the best user experience .

5. Page promotion, data statistics and optimization

Page promotion refers to promoting the page through various means and methods. I won’t go into details about this part as each company has different channels and methods. (If you are interested, I will sort out my promotion methods later)

The data statistics serve the optimization of your page. With the heat map, you can see which points of your page users are most interested in. Through traffic statistics, you can know which promotion methods attract the most traffic . Continuous statistics not only make your page optimization more targeted, but also help you promote it better.

The author of this article @銷小白训练营姚姚 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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